How SEO and PPC go Hand in Hand

SEO (search engine optimization) and PPC (pay-per-click), also known as SEM (search engine marketing), have long been considered two opposite sides of the digital marketing spectrum. However, careful analysis proves that both PPC and SEO play a crucial role in the growth and expansion of a company, be it a startup, small, medium-sized or large corporation.

Both organic and paid results work towards the same goal – to boost your online presence, increase your site traffic and ultimately improve your conversion value.

What is the Difference Between SEO and PPC?

While SEO includes some techniques divided into two categories (on-site and off-site optimization), with the purpose of ranking a site naturally in search results, PPC is all about paid advertising. SEO is cheaper and takes longer to reach its full potential, but in the end, it brings tons of free traffic to your site.

On the other hand, PPC enables you to be seen online extremely fast. However, you have to pay for that. As long as you pay, you are visible to potential customers. Once you stop paying, you disappear from search results.


How do SEO and PPC Work Together Seamlessly?

Whether we’re talking about PPC or local SEO services, both of these marketing channels help you to improve your presence online and reap the benefits of a well-implemented marketing strategy. Here is what SEO and PPC can do for you when used together:

  1. Improve your online presence: if you rank on the first page on Google using both paid and organic means, you are pretty much dominating the search results. Of course, there are places such as Pinterest, Twitter, and LinkedIn where using PPC gives you a distinct advantage over the competition.
  1. Increase your brand awareness: both SEO and PPC can boost your brand awareness. If your website appears more time on search results, people will automatically believe that you are an authority in your niche. They will think that you are something important, and they will be more inclined to buy from you.
  1. Help you with keyword research: both PPC and SEO analysts use the same keyword research tools to determine the right keywords they need to use for their marketing campaigns. Some of the tools used are Google Keyword Planner, Google Trends, and Uber Suggest. Analysts also look at stats, competitive metrics and search volumes to determine if a particular group of keywords should be used.

Because the keyword research process is the same, it is useful to hire a company to do both the SEO and PPC part.

  1. Quite similar on Google: the way your ads and website snippets appear in Google search is quite similar. Both the format and the placement on the page are the same. The only notable difference is that ads have a yellow “Ad” text in front of them, and usually appear at the top and bottom of the page. You won’t find more than eight ads on a page.

If you optimize the words wisely, and you use similar expressions, you will be able to create the most tailored types of ads for the needs of your clients. The outcome is a maximized clickthrough rate and improved rankings.

Remember, the closer the words you use are to the actual user’s search query, the more likely they are to click on your ad or on your website snippet. To optimize your results, play around with several keywords. When optimizing your pages, use several keywords and rank each page high in search engines. This way you will be able to cover a broad range of customers’ needs.


The Bottom Line

PPC and SEO go hand in hand and complement each other extremely well. However, to maximize their potential for your business, it is imperative to hire the best local SEO agency. Our Naples SEO Company offers both SEO and PPC services tailored to your needs. Contact us today and get a free, personalized quote.